Bassetts Vitamins has relaunched its entire range with a redefined product offering and packaging refresh. The brand hopes the relaunch will add appeal, reduce complexity and make the category more relevant for shoppers to help drive category growth.
The new range is segmented by age, 6-36 months, 3-6, 7-11, 12-18 years and Adults, and will be available in natural fruit flavours and colours, with no added sugar. The brand will also introduce its first liquid product, a strawberry multivitamin for infants from 6 to 36 months.
Following extensive consumer testing, Bassetts found that one of the biggest barriers to purchase is simple confusion at fixture. The brand addresses this by unifying the range on shelf, providing clearer age signposts all whilst using an accessible layout to help consumers select the right product more easily.
To help reassure and educate parents about its products, the brand will be supporting the relaunch with experiential events, sampling, in-store activity, PR, an online partnership with Mumsnet and digital activity.
Skye Symes, Brand Manager for Bassetts Vitamins, said: “We created our new packaging with lots of help from mums who believe that with this fresh new look, the range will be better unified and will provide clarity to age suitability, to make it easier for them to select the best products for their family. This is a major step forward for the brand which we’re really excited about.”
